중국 허남성 전시산업 브랜드 자산 가치가 발전 가능성에 미치는 영향 연구

Abstract

The study aims to investigate the effect of brand equity on the potentials of the Chinese exhibition industry. The survey for data collection was conducted from June 1 to August 15, 2021, targeting residents and employees of Henam province, China. Frequency analysis, reliability, and validity verification were conducted through 316 valid samples, and correlation analysis and multiple regression analysis were performed to reveal the influence relationship between variables to verify the hypothesis. There were five research hypotheses in this study, and as a result of empirical analysis, all hypotheses were adopted to develop the exhibition industry in Henam province, China. , it is most essential to improve perceived quality, followed by brand loyalty, brand image, and brand awareness, which were analyzed to affect the brand equity of the exhibition industry, suggesting implications for the development potentials of the Chinese exhibition industry.